Marketing and societal welfare: A multiple stakeholder approach

Matear, Margaret; Dacin, Peter A.

doi:10.1016/j.jbusres.2009.10.004

Cited by 7 publications

(4 citation statements)

References 55 publications

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“…This research enhances our knowledge regarding the effect of marketing tools such as conferences, symposium, travel... [6,7].…”

Section: A Marketing Toolssupporting

confidence: 53%

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The Role of “Doctor-Industry Dyad” in Decreasing Health Care Expenditures

2019

Medical &Amp; Clinical Research

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MethodologyAn adductive approach was adopted in order to explore such phenomena; we tried to iteratively synthesize theoretical findings and qualitative data to develop an integrative construct that enhances our understanding of generic drug prescription contributors. The study has been developed through a mixed-methods approach of data collection combining in-depth interviews and projective techniques with forty-one healthcare professionals: twenty-four doctors with different speciality, fourteen sales representatives and three decision makers. AbstractThis paper presents an assessment of the doctor-industry relationship effect on generic drug prescription, and attempts to help policy makers and generic producers to establish more efficient programs when promoting generic drugs as a cost saving measure in healthcare provision.We followed a qualitative approach, using methodological and information sources triangulation in order to explore the current situation. The research findings end up with a clear framework to evaluate the impact of such relationship on improving the management and control of healthcare costs.

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“…This research enhances our knowledge regarding the effect of marketing tools such as conferences, symposium, travel... [6,7].…”

Section: A Marketing Toolssupporting

confidence: 53%

“…According to Matear & Dacin Marketing actions influence the way individuals and organizations understand and act upon different issues [6].…”

Section: The Pharmaceutical Industry Effect On Doctors' Prescriptionmentioning

confidence: 99%

The Role of “Doctor-Industry Dyad” in Decreasing Health Care Expenditures

2019

Medical &Amp; Clinical Research

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“…This is a form a distributive injustice, violating the fourth essential moral precept for enlightened marketing proposed by Laczniak and Murphy (2006). Taking a stakeholder approach can lead to improved social well-being (Laczniak and Murphy 2006; Matear and Dacin 2010). Understanding how marketers impact the interests of various stakeholders is a subject of interest for Macromarketing (Nason 2006).…”

Section: Literature Reviewmentioning

confidence: 99%

The Interplay between Advertising and Society: An Historical Analysis

McDonald

Laverie

Manis

2020

Journal of Macromarketing

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As society has become more diverse and inclusive, so do the images portrayed in advertising. Using an historical research method, we gather data on political, legal, demographic, social, and cultural changes in American society, and changes in the content and messages of American advertising. We develop a framework to describe the process of how advertising and society interact. Our findings demonstrate that advertisers, in their efforts to reach their audiences, use images and language that are familiar and comfortable. Advertisers are also cautious not to alienate consumers and other stakeholders. We also suggest that marketers’ ethical obligation drives them to take a stakeholders perspective, particularly in advertising, resulting in messages that are more representative of society and at times attempt to influence society. Our study focuses on three areas of social interest: race (primarily African Americans), LGBTQ, and women’s roles as portrayed in advertising.

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“…For example, a physician will act as an agent for a patient by using their medical knowledge to diagnose a patient's illness and prescribe an appropriate medication. Importantly, physicians not only act as agents for patients but also are principals themselves, relying on pharmaceutical representatives to act as agents on their behalf (Matear and Dacin 2010). The industry is thus organized such that the two primary consumers of pharmaceutical products—the physician who prescribes them and the patient who uses them—are each intentionally shielded from vast amounts of information and must rely on others, especially pharmaceutical marketers, to make decisions for them.…”

Section: Theme 2: Information Flow Across the Pharmaceutical Industrymentioning

confidence: 99%

Practitioner Perspectives on Key Challenges in Pharmaceutical Marketing and Future Research Opportunities

Morgan¹,

Zane²

2022

Journal of Public Policy & Marketing

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This article offers marketing and public policy researchers and professionals a peek into pharmaceutical marketing from the practitioner’s perspective. Through an interview process with eight active pharmaceutical marketing managers and medical doctors, the authors highlight some of the most pressing challenges facing pharmaceutical marketing practitioners today. Three key themes are identified, including facing strongly-rooted negative patient perceptions of the pharmaceutical industry, the need to communicate overwhelming amounts of complicated information to patients and physicians, and breaking away from a stale promotional model. The authors briefly summarize the practitioners’ views on each topic, highlight relevant findings from marketing and public policy literatures, and most importantly, offer avenues for future research to help address these challenges.

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Marketing and societal welfare: A multiple stakeholder approach

Cited by 7 publications

References 55 publications

The Role of “Doctor-Industry Dyad” in Decreasing Health Care Expenditures

The Role of “Doctor-Industry Dyad” in Decreasing Health Care Expenditures

The Interplay between Advertising and Society: An Historical Analysis

Practitioner Perspectives on Key Challenges in Pharmaceutical Marketing and Future Research Opportunities

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